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10 Questions with ... Bruce Rave
May 30, 2023
Have an opinion? Add your comment below. I think the best new music shows have a consistent, unique sound to them. It's occurred to me that my music choices are more in the mindset of alternative programmers from a generation ago. The music is high energy and I want people to have a good time. I stay away from formula tunes even by top artists because they can be heard anywhere. Same for slow and soft. Hopefully I've got really good ears!
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1. You often talk of your A&R days at Capitol Records. You spent 10 years at the label. Let's flashback to those years. What are you most proud of?
They say a guy never forgets his first so leading the label charge on The Knack signing was amazing and seeing the still ageless "My Sharona" become the year's #1 hit. The Weird Al signing didn't pan out too well on Capitol but look at him now! I didn't discover Duran Duran, Iron Maiden and Thomas Dolby in the UK but what an honor to have been their initial US A&R exec. There were The Motels and Missing Persons who did great for us. I was proud of The Church signing but they had their success later on Arista.
2. When did you first launch your Go Deep specialty show and give us the 411 on your weekly new music show?
I had an idea about 13 years ago of a nationally syndicated alternative show that featured less familiar, highly deserving new tracks from top artists in the format. That evolved into what I do now, which is my weekly up-tempo, accessible, indie-skewing new music show on three stations. There's also my "Rave's Indie Radar" new music podcast which is on hold along with the rest of that company. I look forward to it returning.
3. You put a lot of hours into your weekly show. You told me that you listen to over 100 songs each week. What is the process of curating your weekly Go Deep playlist?
Even in A&R I believed every demo submission should be heard by somebody. I listen to every single and focus track sent to me that is geared to our format. The ones that fit my sound go into a 3-listen cycle: Twice when I'm working out to see what hits me big-time, then once usually walking around my Sherman Oaks neighborhood with my good headphones and listening completely undistracted. I still have more songs than slots every week.
4. You have two different versions of the show you produce each week. Explain and tell us where and when we can hear a new weekly episode of Go Deep
You could say that KX FM in Southern California is my home station. Besides hearing it as it airs Saturday nights, all shows are archived at https://www.kxfmradio.org/shows/go-deep-w-bruce-rave/. That's the 2-hour version which I expand and customize for weekly 3-hour airings on WVMO Sunday nights and WSUM Monday mornings.
5. What makes Go Deep special and different from other new music shows?
I think the best new music shows have a consistent, unique sound to them. It's occurred to me that my music choices are more in the mindset of alternative programmers from a generation ago. The music is high energy and I want people to have a good time. I stay away from formula tunes even by top artists because they can be heard anywhere. Same for slow and soft. Hopefully I've got really good ears!
6. You go to a lot of concerts and read a lot of press. How does that influence your decisions on what new music you play?
The press prompts me to check out songs that I might not be aware of and also helps me determine band buzz. At the end of the day, it's about the song and whether I determine it's a fit. Amazing live shows can help but there are bands I don't love live that I still play.
7. What do you love most about doing the show each week?
Putting together compelling music. Like so many of us, I grew up loving radio. By reporting to a couple of influential panels means that by supporting artists, I can do my part to maybe push the envelope just a little bit...
8. Tell us about the band you manage, Trapdoor Social? What is a typical weekday like for you?
I manage Trapdoor Social who had a solid airplay run last decade. Their live buzz was growing significantly when the lockdown hit - like so many other bands that lost momentum in 2020. They now have a stellar-sounding new album about to drop soon. To keep up with music, it's pretty much a daily task and I try not to fall too far behind. Recording starts Wednesday mornings unless I'm traveling in which case it all gets pushed up. More recording Thursday mornings with Fridays being very long days since all three stations get their shows for the weekend. This in addition to my international consulting.
9. How do you use social media?
I post all my playlists on Instagram, spins on Twitter, and have all my broadcast announcements on my "Go Deep With Bruce Rave" Facebook page. Broadcast announcements on all of them of course.
10. What may surprise people most about you?
As much as I loved Chicago's radio DJs as a kid, I really wanted to be the Cubs radio play by play guy. Not TV, radio but maybe that isn't surprising to our radio community. My listeners might be surprised to know that my favorite instrument to hear is actually well-played piano.
Bonus Questions
You do quite a bit of travel to see bands. What are your annual go to music events?
It depends on the year although SXSW is annual, and The Gathering has become that. I've gone to The Great Escape in the UK a bunch. Last year I had a great time at Lollapalooza in my native Chicago. This September I'm seriously considering Big Sound in Brisbane, Australia.
Tell us about your takeaways from your recent hang at The Gathering.
I think Tracy and her Amplify team put on a great event and I dig most of the performing artists. The networking opportunities are strong, and I like that they added press this year. Then there's the annual softball game!
What are weekends like for you?
Speaking of softball, I play Thursdays so between that and Friday recording I start falling behind on music. That requires weekend catch ups because I want to love myself on Monday mornings. Parties or dinners when they happen, sometimes a show, gym trips both days and probably some yoga too.
Favorite food?
Huge sweet tooth but it almost always has to contain chocolate.
Favorite beverage?
Both parents were scotch drinkers and I inherited that. At shows it tends to be light beer since more often than not I'm driving.
Favorite restaurants in the valley?
Not sure I have one on this side of the hill but On The Thirty right near me in Sherman Oaks is a good one. Just had a great experience a week ago at Tuning Fork in Studio City.
How often do you get back home and what are your top priorities when you get back to Chicago?
Seems I'm in my old Madison stomping grounds more often than Chicago but when I get back to the Windy City most important besides any business is seeing long-time friends. Of course, Chicago pizza has to happen at least once and also a Cub game if they're in town and it's not April. I don't have close family there any longer.
Rank your sports teams in order of passion.
My Wisconsin Badgers tops the list with football and basketball. Last few years I've become a big Angels fan (yes, more than the Dodgers). I still follow the Cubs.
Your very first concert was The Rolling Stones. We recently saw The Hives underplay L.A. show at the Troubadour, who also have an incredible frontman and live show. Thoughts?
I don't think a frozen smile left my face at all during that show! I love that front man Pelle says they'll never play "mature rock and roll". In my humble opinion we need more fun, immature rock and roll that still has depth.
Favorite new band over the past year?
Tough tough question but I'll give the nod to Sports Team. They're just accessible enough and are killer live.
Anything else you would like to add?
We need to find more effective methods to combat a common feeling that new music isn't as good as it used to be, to keep finding better ways to reach people during this era of the long tail.
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